180LA launched an International Women’s Day effort for Misubishi entitled “Who Run The Lane” which takes a look at the owner behind a tricked out 2012 Outlander Sport posted to social media last week.
It’s sort of like a very brief episode of MTV’s Pimp My Ride, but not completely fake.
The spot opens with a look at some of the responses to the posting. In shouts out to the car, people on social media overwhelmingly make the assumption that its owner is a “bro,” “bruh” or “dude.” So, to combat stereotypes about auto culture, the spot reveals the vehicle’s proud owner: Phylicia Lofton.
“People automatically think that this is a guy’s world, this is a guy’s car,” Lofton says, citing the assumptions made by viewers of her Instagram page when they see her vehicle.
She encourages other women to push back against the stereotypes, saying, “feel free to do different things.”
The auto industry is undeniably male-centric, as are the ads supporting it. Even Audi, who shared a feminist message in its Super Bowl spot by VB+P, came back with a stereotypically masculine “Monster” ad to promote the Audi S5. So it’s refreshing to see Mitsubishi and 180LA give passionate women drivers a shoutout for International Women’s Day, even if the execution isn’t exactly captivating.